Celeb Brands’ are making an entry in the retail scene, connecting instantly with the aspiring masses. Shilpa Shetty recently sold her MamaEarth shares to make eight times more than what she had invested, landing an absolute profit of INR 39.30 cr. These retail extensions of popular celebrity names have the early advantage over non-celebrity brands, swooping a large market share. Under the ‘passion and cause’ lies a wealth of profit that is ready-to-eat.
Sample this – Latest data from YouGov shows that celebrity beauty brands are not only popular, but more than three in five urban Indian consumers (62%) say they have tried a beauty brand (skin, hair, nail, or makeup) owned by a celebrity. When it comes to awareness about celebrities who own beauty brands, Deepika Padukone leads the table, with over a third of urban Indians (34%) saying that they are in the know. Katrina Kaif and Priyanka Chopra follow in the second (at 32%) and third (30%) positions respectively.
The nitty-gritty of the findings aside, what this data demonstrates is that Indian celebrities are not only popular as actors but also as entrepreneurs today - both independent and in collaboration with startups, the latter having attained the same cult status as Bollywood and Cricket in the country in the past decade. Looking beyond restaurants and real estate that were once their preferred modes of investments, celebrities are seen rubbing shoulders with founders of startups that are talking to the masses and the classes alike.
Before Anushka Sharma, Shilpa Shetty, and Katrina Kaif became synonymous with Slurrp Farm, Mama Earth and Nykaa, as a precursor to the trend, one can recount Myntra - the startup posterchild providing a platform, an incubator of sorts, to celeb-led brands like Deepika Padukone’s ‘All About You’ (launched in 2015) and HRX by Hrithik Roshan (launched in 2013). The company subsequently acquired a 100% stake in the former and 51% in HRX. Over the years Myntra has nurtured several other celebrity-owned brands like WROGN by Virat Kohli, and Saif Ali Khan’s ‘House of Patuadi’. Following in its footsteps, Nykaa partnered with Katrina Kaif in 2019 to launch Kay Beauty.
As the startup ecosystem matured, celebrities found in them a promising investment and entrepreneurial opportunity. According to Invest India’s ‘The Indian Unicorn’ landscape report, India has emerged as the 3rd largest ecosystem for startups globally with over 99,000 DPIIT-recognised startups across 670 districts of the country as of May 31, 2023, Till FY 2016-17, approximately one unicorn was being added every year. Over the past four years (since FY 2017-18), this number has been increasing exponentially, with a whopping 66% Year-on-Year growth in the number of unicorns being added every year. As of India was home to 108 unicorns with a total valuation of $ 340.80 Bn.
Startups are also equally enthusiastic about having a celebrity as an investor or an investor-cum-brand ambassador because the alignment of purpose and values, as well as the commitment and involvement brought about by such arrangements is far superior than what a brand ambassador alone could bring.
Giving us a bit of a background, Sonya V. Kapoor, Co-Founder, M5 Entertainment, the celebrity and brand collaboration agency that played a pivotal role in Parineeti Chopra’s investment in Clensta, shares some valuable insights on the celeb-startup culture and how it all began. “Celebrity investments in startups have been a trend for the last few years. It was started by celebs like Virat Kohli, Shilpa Shetty, and Sachin Tendulkar; Amitabh Bachchan was one of the pioneers. The success of brands like Mama Earth (Shilpa Shetty) and Nykaa (Katrina Kaif) further cemented their confidence in startups. Myntra also played a significant role in forging the trend in 2015-16 when such associations were not commonplace.”
Almost a decade later, the scenario is dramatically different, with both startups and celebrities demonstrating equal interest in equity deals as they would in regular endorsement contracts. “Startups are definitely preferring investment-cum-endorsement deals today. It’s a mutually beneficial contract. Not only do celebrities help them in building brand recall, but depending on how much interest and equity they have in the company, they also contribute actively to shaping its vision and marketing strategy,” says Kapoor.
Commenting further on how different these contracts are from regular brand endorsements and what is the biggest challenge in executing them, she adds, “Startups being a completely new ecosystem, there’s low awareness about them, and so celebrities are actually putting in a lot of faith when they decide to move ahead with such deals. Because the celebrity is putting his/her equity on the table, it cannot be a random association. Negotiations and the final conversion of the deal are more complex as compared to a regular endorsement. We have to ensure that celebs are protected in terms of the deliverables, their interests in the project and the RoIs. We are supported by the legal and investment teams on both sides who ensure that it is a win-win for all concerned.”
AN ACTIVE QUEST
In July 2023, actor Parineeti Chopra acquired a significant minority stake in Clensta, a science-backed personal care brand that integrates nature with technology. The Gurgaon-headquartered direct-to-consumer brand was founded in 2016 by Puneet Gupta.
Talking about how the association came about, and the larger question of whether startup brands are actively seeking celebrity investors today, Puneet Gupta, Founder, Clensta says, “While the kind of partnership, whether as brand ambassador or ambassador-cum-investor or simply an investor completely depends on the startup, it is also a fact that brands don’t go to celebrities to raise money. There are VC and other dedicated funds for that. In our case the product was in place, and we were ready to scale it up. To achieve this scale, we had to build a community and Parineeti Chopra helped us in making it possible in the shortest time span we could think of. When a celebrity like her, who has a following of around 75 million comes onboard with a personal interest and commitment towards the brand, it acts as a force multiplier.”
Drone maker Garuda Aerospace partnered with Indian Cricketer Mahendra Singh Dhoni in June 2022 as investor and brand ambassador. Dhoni’s involvement has not only provided financial support but also contributed to enhancing Garuda Aerospace’s brand value and market presence. “His status as a well-respected and admired figure in India has helped garner attention and trust from a wider audience, including potential customers, partners, and investors”, says Agnishwar Jayaprakash, Founder and CEO, Garuda Aerospace. “Celebrity investors have become a common sight in today’s startup landscape, offering benefits like increased visibility, credibility, and networking opportunities. They can open doors to new partnerships, actively participate in marketing efforts, and even aid in fundraising. However, startups should weigh the costs, alignment with brand values, and the celebrity’s commitment carefully. The decision should align with the company’s long-term vision and strategy to ensure a fruitful and mutually beneficial partnership.”
Commenting further on MSD’s involvement with Garuda Aerospace, Jayaprakash adds, “His commitment goes beyond financial backing, encompassing advisory roles, brand ambassadorship, and active participation. With a clear alignment between his personal brand and the startup’s mission, Dhoni’s involvement stands out as a unique collaboration that emphasises quality over quantity, ensuring his contributions remain impactful and exclusive within the aerospace sector.”
Pratik Gupta, CEO & Co-Founder of Pluckk, a Digital lifestyle-oriented fresh fruits & vegetables brand which was recently backed by Kareena Kapoor Khan as investor and brand ambassador, adds, “Any investor, including a celebrity, that comes on board has a strategic benefit in mind, but these associations are not outright transactional in nature. Kareena has a certain expertise towards food, towards reaching the audiences and communicating with them. So there’s resonance between her personal brand and the brand Pluckk. In addition to being the face of our campaigns, she also likes to understand our products and services, and shares feedback or suggestions at times, which I believe is a great way for this partnership to progress.”
THE RIGHT TIME AND STAGE
In July 2021, Bollywood actor, investor and entrepreneur Deepika Padukone invested $2.6Mn in Supertails.com through KA Enterprises, her early-stage venture shop for consumer-focused startups. Varun Sadana, co-founder of Supertails, says, “while we would love this association to culminate in a brand endorsement, having Deepika Padukone as an investor alone has uplifted the credibility and visibility of the brand significantly. She is not just an Indian, but an international celebrity who has been a pet parent.”
Sadana believes that the right timing is essential for any association to be fruitful. He says, “In my opinion, any company should progress from the first stage of proving the business model by getting the right Product Market Fit, to establishing profitability, and then using star power to attract a good set of customers.”
Sustainable Baby & Mom Care Brand, SuperBottoms announced Alia Bhatt as its investor and brand ambassador in July last year. Pallavi Utagi, Founder & CEO SuperBottoms shares that as a category creator and leader in a market dominated by global giants, it was important for the brand to break through the clutter, and with that intention, it initiated talks with Alia Bhatt. “As a new celebrity mom, I’m sure she was approached by other diaper brands as well. However, as a conscious lifestyle enthusiast who was herself using SuperBottoms, she chose to not only endorse but also invest in our brand, and we were open to it.”
Utagi strongly believes that a promising startup which may not be able to afford a celebrity endorser to begin with, should consider getting one onboard as an investor, so they could grow together. “I think that today celebrities are quite open to the idea of supporting small companies that have a strong story through equity deals. They understand that a cash outcome may not always be viable for a startup. In such cases, an association like this is a win-win for both the brand and the celebrity.”
As the co-founder of a fledgling startup, Abhishek Sarwate, CEO of Utopian Smoothies shares his thoughts around having a celebrity brand investor. According to him, “The biggest challenge for a startup is to build trust among its target customer base. Having a celebrity backing adds credibility and validation to any new startup. Onboarding a celebrity brand ambassador should be considered only when it becomes a necessity from a marketing perspective. A startup needs to decide if such expense is really justified to take it to the next level of growth.” Launched in June 2023, Utopian Smoothies is a clean-label packaged smoothies brand powered with superfoods. It sells through its website, Swiggy Minis, Amazon, JioMart, and is available in 20 stores across Mumbai and Pune currently.
Indian celebrities have always been a hot favourite of brands, both traditional and new-age. But the rise of new-age brands today has presented an opportunity for collaboration with worthy partner celebs. Sharing common ground with these brands, celebrities jump at lucrative investment options, which then translates into a positive contribution to the growth story of the country.
Ecosoul Home Inc - an eco-friendly products company
Bhumi Pednekar
Award-winning actor, Climate warrior and Investor-cum-Brand Ambassador for EcoSoul Home Inc.
Q] Why EcoSoul?
Sustainability has always been a cause close to my heart, and EcoSoul’s commitment to eco-friendliness and promoting a sustainable lifestyle aligns perfectly with my beliefs. What truly intrigued me was their concept of ‘Guilt-Free Convenience.’ It’s a refreshing perspective that sustainability doesn’t have to come at the cost of convenience. The brand is making it possible for people to make responsible choices without compromising on their everyday needs, and that’s something I genuinely admire.
Q] What are the brand and category growth prospects according to you?
The momentum behind sustainable and eco-friendly brands is undeniable, and I believe it’s not just a trend but a fundamental shift in consumer behaviour. Brands like EcoSoul are predicted to grow not only because of the planet-safe lifestyle they offer, but their aim to forever change the notion of sustainability. Contrary to the prevailing mindset, sustainability is relatively easy. And, with EcoSoul, it is hugely accessible.
Q] Brand ambassador vs. investor-cum-brand ambassador - how different are the two?
Being a brand ambassador allows me to lend my name and influence to a cause or product I believe in. It’s about leveraging my platform to amplify messages and promote a brand’s mission. On the other hand, the role of an investor-cum-ambassador adds a new dimension to my involvement. It goes beyond endorsing a brand; it’s about having a vested interest in its success. As an investor, I’m contributing not only my influence but also financial resources to fuel the brand’s growth. This dual role demands a deeper level of engagement, from strategic discussions to long-term vision planning. It’s about actively participating in the brand’s journey, sharing insights, and helping steer its trajectory toward success.
Celebrity Investor and Brand Ambassador: Bhumi Pednekar
Other Investors: Accel, SinghCap, Wayfund, FounderBank Capital, Alteria Capital
Funds raised: $16 million
- Incorporated in 2020
- Launched in USA retail in Nov’21
- Raised seed round in Feb’22
- Raised series A in Nov’22
- Expanded to USA with 4,000+ stores by Mar’23
- Launched in India, Canada, UK, UAE, and Germany in Q1’23
- Launched in India as a retail brand in Aug’23
- Expanded presence across 11 countries, 150+ manufacturers, 22 port operations & distribution centers globally
- In August 2023, award-winning actor and climate warrior Bhumi Pednekar was announced as the brand ambassador and investor
Rahul Singh
Co-Founder of EcoSoul Home Inc.
Q] Why did you choose Bhumi Pednekar?
The synergy between our values and Bhumi’s persona extends to her existing advocacy for environmental causes. Her credentials as a climate warrior and her past campaigns centred around raising awareness regarding climate issues resonate perfectly with our brand’s ethos. This constructive collaboration amplifies our collective voice, creating a substantial impact on promoting responsible consumption and plastic reduction, particularly in a country like India where plastic waste is a pressing concern.
Q] How have you benefited from this association?
Having a well-acclaimed personality who shares our passion for eco-friendly and sustainable living has significantly elevated our brand’s visibility, allowing us to reach corners in India that might have remained untouched otherwise. Moreover, Bhumi embraced the role of a brand ambassador with genuine enthusiasm. This translates into a more profound connection with our target demographic.
Q] What’s the best approach to such celebrity investor-cum-brand ambassador partnerships?
While having a celebrity investor can undoubtedly offer immediate advantages, it is essential to consider scenarios where such a partnership might not be the best choice for a brand ambassador’s role. Aligning with a celebrity investor requires a shared vision and values as well as depth of involvement. EcoSoul, for instance, has a multi-year agreement with Bhumi across all e-commerce and retail channels. A successful brand ambassador relationship requires genuine engagement and commitment beyond financial contributions.
Nourish You - a clean-label and vegan superfoods brand
Samantha Ruth Prabhu
Actor and Investor-cum-Brand Ambassador, Nourish You
Q] Why did you choose to invest in Nourish You?
Investing in Nourish You was a natural step for me. I’ve been using their products for a long time now. I was quite impressed by their story of bringing superfoods like quinoa and chia to India and growing them locally. It’s great to support a brand that’s good for you, the farmer and the planet.
Q] What’s your outlook for future growth of the business and the overall category?
The future for the entire health-based nutrition industry looks bright according to me. People are becoming aware, and are increasingly more careful about what is going into their bodies. Hence, healthier alternatives are becoming commonplace. I see Nourish You at the forefront of this revolution towards a healthier life.
Q] Did you always nurture entrepreneurial ambitions? How different is it to be an ambassador and an investor-cum-ambassador for a brand?
As an ambassador or an investor, it’s crucial for me to align with the brands that I have been associated with. I have always wanted to be an entrepreneur and build businesses that resonate with my life and lifestyle. You will see this reflected across any company that I have started or invested in. They are products I personally use. Finally, the people running the businesses as partners are very important. I believe that with the right team in place, we can achieve anything.
Celebrity Investor and Brand Ambassador: Samantha Ruth Prabhu
Other Investors: Y Janardhana Rao of Triumph Group; Rohit Chennamaneni - Co-founder, Darwinbox; Nikhil Kamath - Co-founder, Zerodha; Abhijeet Pai - Co-Founder, Gruhas Proptech; Abhinay Bollineni - CEO, KIMS Hospitals, and Amplify III PCC
Funds raised: $2 million
- Founded in 2015 in Hyderabad
- Nourish You is India’s first superfood company to produce and sell homegrown, organic quinoa and chia seeds
- Grown from 50 to 5000 acres of Quinoa and Chia farms across Rajasthan, Karnataka, and Madhya Pradesh.
- Boasts a wide range of value-added products (30+ SKUs)
- Present in 2000+ stores
- Secured $2 million in seed funding from prominent investors in January 2023
- Actor Samantha Ruth Prabhu invested in the company in March 2023 and launched Millet Mlk which marks the company’s foray into the alternative dairy category.
- In July 2023, Nourish You diversified its superfoods portfolio with its latest Super Muesli breakfast range
- Announced 100% acquisition of vegan dairy brand, One Good, in December 2023
Krishna Reddy
Co-Founder, Nourish You
Q] Tell us about Samantha Ruth Prabhu - the investor
As an investor, Samantha’s involvement with the brand extends far beyond that of an ambassador. She works in partnership with the founding team across verticals, including being actively involved in product decisions. We rely heavily on her intuition as a consumer and a tastemaker who leads an extremely active lifestyle. In fact, during the development phase of Millet Mlk, Samantha shared critical feedback across different versions of the prototype and you will find most of her recommendations incorporated in the product that’s now on shelves.
Q] What about Samantha, the brand ambassador?
Our exciting collaboration with Samantha has only just begun. Through her endorsement of healthy living and conscious nutrition, we hope to drive home Nourish You’s mission of bringing to everyone, superfoods that are good for you, the farmer and the planet. We see her legion of fans, inspired by her fitness and wellness journey, as a growing part of the Nourish You community.
Q] How organic is the brand’s association with her?
For Nourish You, the association with Samantha came about organically. Through a common network, we discovered that she had been using several of our products for a while, and so, we reached out formally. Millet Mlk was in the R&D phase at the time, and she felt incredibly excited and optimistic about it. Due diligence followed soon after, and Samantha came to be a part of the Nourish You family.
The Ayurveda CO. (T.A.C.) - Ayurvedic beauty and personal care brand
Kajal Aggarwal
Actor and Brand Ambassador-cum-Investor T.A.C.
Q] Why did you choose to invest in T.A.C.?
I’ve always been a fervent believer in the transformative power of Ayurveda. It’s a treasure trove of wellness that has been a part of our Indian heritage for thousands of years. When I came across TAC—The Ayurveda Co., I was instantly impressed with their genuine commitment to delivering authentic Ayurvedic products in a contemporary, accessible format. Their vision aligns perfectly with my beliefs that Ayurveda should not be a luxury for a few, but a wellness model that every Indian household can adopt. For me, investing in TAC was much more than a business decision. It was a commitment to promoting a holistic and sustainable way of life that I deeply believe in.
Q] What’s your outlook for the future of the business?
The beauty and wellness industry is undergoing a massive transformation, shifting towards transparency, ethical sourcing, and sustainability. Millennials and Gen Z are more informed and selective about what they consume, not just in India but globally. Ayurveda has been a forerunner in this space for centuries, which makes it a naturally progressive choice for the modern consumer. As for TAC, it fills the existing market gap for premium, yet affordable, Ayurvedic products. With our plans to expand both online and offline channels, domestically and internationally, I see TAC leading this Ayurvedic renaissance. Within the next five years, I envision TAC becoming a household name not just in India, but around the world.
Q] Tell us more about the entrepreneur/ investor Kajal Aggarwal.
While acting offers an artistic outlet for expression, business endeavours like this one allow me to make a broader social impact. In my role as an investor-cum-ambassador that impact is amplified. My involvement in T.A.C. is multifaceted, ranging from product development to strategic planning. Take, for example, our product ‘Kajal by Kajal’. It’s not just a product I endorse; it’s a product I have co-created. I was intimately involved in the sourcing, formulation, and branding, ensuring it encapsulates what I believe in—efficacy, purity, and affordability.
It’s incredibly rewarding to be in a position where I can both influence and accelerate the journey of a brand that I believe has the power to make lives better. So, yes, being an investor-cum-ambassador is a more comprehensive responsibility, and I relish every bit of it.
Celebrity Investor and Brand Ambassador: Kajal Aggarwal
- Founded in 2021
- The brand currently has over 120 stores spread across India with outlets in cities including Mumbai, Bhopal, Indore, Delhi, Chennai, and Bengaluru, among others
- November 2022: Kajal Aggarwal made her maiden investment of Rs 5 crore in a series A fundraising round of The Ayurveda Co.
Shreedha Singh
Co-founder and CEO, The Ayurveda Co - T.A.C.
Q] Brand ambassador to an investor - Tell us about how TAC’s association with Kajal Aggarwal evolved.
While it started off as a regular brand endorsement, while shooting for the brand film for our baby range, we discovered Kajal’s enthusiasm and love for Ayurveda. She seemed to be very passionate about the way we are positioning this age-old science. Also, Ayurveda is well-entrenched in South India where she has a huge following. There was an instant connection and that’s how the story evolved from brand endorsement to investment to coming up with the product ‘Kajal by Kajal’ that is co-curated by her.
Q] What are the benefits of having a celebrity with a proprietary interest in the company?
In the case of B2C brands, especially startups, more effort and passion are needed to take the message to a larger audience. So instead of having a celebrity who is restricted to specific deliverables, it is better when they have more skin in the game, which comes through investment, equity holding, and personal interest in the brand. Kajal not only understands that responsibility pretty well, but her values also resonate with T.A.C. Despite her modern lifestyle, she’s not westernised. She’s very well connected to her roots and takes pride in her culture.
Q] Can you share with us any instances of her personal involvement in promoting the brand?
There are quite a few. She has been very enthusiastic about her eponymous TAC product, ‘Kajal by Kajal’. We had it distributed at the teaser launch for her upcoming movie in one of Hyderabad’s biggest theatres, as well as on the occasion of her son’s first birthday. She took the initiative, and for a brand like ours, which is still a newbie in the eco-system these are the kind of things that bring great visibility.
Plum: 100% vegan D2C beauty brand
Rashmika Mandanna
Actor, and Brand Ambassador-cum-Investor, Plum
Q] Why did you choose to invest in Plum?
Plum has been one of my favourite brands – it does what it says, i.e., delivering real goodness to the world - be it through their products or their unwavering commitment to sustainability. The brand enjoys great equity and loyalty amidst the cluttered skincare market which can be seen through its 25x growth story since 2019. This further motivated my decision to invest in it.
Q] What’s your outlook for the future of the business and the overall category?
Growing awareness of self-care has made people more conscious of the products they use. In fact, they are now actively seeking not just curative but also preventive skincare solutions. This has led to a huge spike in the industry which is only expected to grow in the coming years.
Q] Did you always nurture entrepreneurial ambitions? How different is it to be an ambassador and an investor-cum-ambassador for a brand?
Certainly! Entrepreneurship has always intrigued me as it helps add value to society by bringing in products and solutions that work hard (& smart) to cater to the ever-changing needs of people. Being a brand ambassador allows me to connect with people at a different level personally. Each brand I am associated with resonates with values and products I genuinely believe in. Being an investor-cum-ambassador is a collaborative effort where my ideas and insights are valued in a different way. It’s a unique blend of creativity, business acumen, and passion for the brand’s values, making it a different responsibility altogether in addition to being the face of the brand.
Celebrity Investor and Brand Ambassador: Rashmika Mandanna
- Incorporated in 2013
- With over 500 SKUs, Plum has steadily built its customer base on both online and offline platforms
- Present in 15 countries
- Reaches over 350 towns and cities in India through 1500+ assisted outlets and over 15,000 unassisted outlets - growing month-on-month
- Rashmika Mandanna joined Plum as an investor and brand ambassador in 2022
- Under their latest initiative, ‘Project Blackboard’, part of the proceeds from the sale of every Plum product goes towards girl child education
Shankar Prasad
Founder and CEO, Plum
Q] How did Plum’s association with Rashmika Mandanna begin?
In 2021, we were looking for a celebrity ambassador to reach a wider audience. Rashmika’s name was right at the top of the list and we were hopeful about being able to figure out a mutually acceptable way of working together. Her conviction in the brand’s concept right from the start was surprisingly so strong that we didn’t have to work too hard before her association with Plum began in 2022.
Q] But you were looking for a brand ambassador.
More than just lending her name or face to the brand, Rashmika brings a lot of conviction. This made the entire process of onboarding and moving forward quite seamless. She was quite clear that she wanted a long-term association where she could also participate in the upside of what the brand brings, and we were happy about that because it showed commitment as opposed to a regular endorsement contract.
Q] Can you share with us any instances of her personal involvement with the brand?
Yes, there are many examples. When we launched ‘Project Blackboard’, which is an initiative by Plum to help educate the girl child, she went out of the way to talk about it on social media. Such things are not part of a contract; they happen organically. I think that’s a good place to be in as far as the brand’s relationship with the endorser goes.
Kapiva – a D2C, homegrown Ayurvedic brand
Malaika Arora
Actor, Wellness Advisor, and Investor-cum-Brand Ambassador, Kapiva
Q] Why did you choose to invest in Kapiva?
Kapiva is built on the principles of everyday Ayurveda, which have been my tenets of living for years now. Basic rituals like drinking warm water in the morning, consuming amla for good digestion, using ghee for food preparation, turmeric for good skin and internal healing were a part of my living philosophy and self-care routine. So, it was the easiest marriage, and no time was lost before we confirmed our relationship. As an investor-cum-ambassador, the responsibility becomes 2x where you don’t have to just deliver as the face and voice of the brand, but you also start holding yourself accountable for the positive outcome of that delivery. It’s double the skin in the game.
Q] Did you always nurture entrepreneurial ambitions? You also have a venture called ‘Diva Yoga’?
There is fun in constantly learning and evolving. My business intent helps in satiating the creator, the nurturer and the risk taker in me. Diva Yoga is a manifestation of my desire to share with women what their good health can yield for them- beauty, success, clarity and most importantly, happiness. It is a chain of studios meant for the modern divas – the multitaskers, the ones who love themselves while wanting to take on the world. The pandemic made us slow down, but now we’re back with energy and exuberance to add more to our offerings.
Q] Entrepreneur, ambassador and investor - what’s the common thread?
I select brands and businesses based on the authenticity of purpose and how they resonate with my personality. It needs to genuinely fit into my lifestyle and not just be a script that I have to play out for the audience. Hence, I put in maximum effort to find out the common threads that become the sweetest intersections between the brand philosophy and my own. The least effort thereafter is in communicating my belief to the people who follow me for authentic advice. It is tough, but it’s a little building block every day to strengthen the foundation for Malaika Arora Ventures (MAV) and the rest is taken care of by my team.
Garuda Aerospace Private Limited - drone Manufacturer and drone-as-a-service (DAAS) provider
Founder: Agnishwar Jayaprakash, Founder and CEO
Celebrity Investor and Brand Ambassador: Mahendra Singh Dhoni
Other Investors: Ocgrow Ventures, UAE and Singapore-based HNI and angel investors
Funds raised: $25 Million
- Garuda Aerospace is disrupting two major multi-billion-dollar sectors - Precision Agri-Tech and Industry 4.0 upgradation
- India’s first drone company to receive dual DGCA certifications for training and manufacturing of small and medium drones
- Recipient of a Drone Subsidy under the Government of India’s SMAM scheme
- Designs and manufactures 30 different types of Drones and provides 45 types of services
- Served over 750 clients including Adani, Reliance, TAFE, Godrej, Vedanta
- Collaborated with global industry giants such as Lockheed Martin and Elbit Systems to further solidify their international footprint
- June 2022: Mahendra Singh Dhoni backed the company as an investor and brand ambassador
- Mahendra Singh Dhoni unveiled Garuda Aerospace’s surveillance drone ‘DRONI’ at the Global Drone Expo held in Chennai in October 2022
- October 2023: Raised Rs. 25cr in a fresh bridge round led by Venture Catalysts and WeFounderCircle
- Plans to go public in 2024
Pluckk: Digital lifestyle-oriented fresh fruits & vegetables brand
Celebrity Investor and Brand Ambassador: Kareena Kapoor Khan
Other Investors: Seed Funded by Exponentia Ventures
- Claims to be India’s first certified plastic-neutral F & V brand
- Provides a platform to facilitate ‘farm-to-table’ concept
- Onboarded over 1,000 farmers across Mumbai and Bangalore
- Expanding its offline and online footprint across Mumbai, Delhi and Bangalore, the brand delivers a range of specialty choices of gourmet fruits and veggies directly to end-consumers, cutting out middlemen
- With a presence on food tech platforms like Amazon, Zepto, Dunzo, Swiggy and Reliance, Pluckk serves over 75,000 customers
- Product range comprises 400 items across 15+ categories including essentials, exotics, hydroponics, and cuts & mixes. The catalogue also includes DIY meal kits prepared at in-house certified food-tech facilities
- Partnered with Kareena Kapoor Khan as an investor & brand ambassador in August 2023
- Launched its first campaign ‘Eat Good, Do Great’ with Kareena Kapoor Khan in October 2023
Clensta: health and personal care brand
Celebrity Investor and Brand Ambassador: Parineeti Chopra
Other Investors: IAN and IAN Fund, IPV, VCats and Hem Securities
- The Gurgaon-headquartered direct-to-consumer brand was founded in 2016 by Puneet Gupta
- The brand has pioneered waterless hygiene technology in India launching a range of zero-water personal-care applications like waterless body baths and rinse-free shampoos
- Clensta develops all its proprietary technologies at IIT Delhi
- Products are available on Nykaa, Amazon, and Flipkart, along with 20 other marketplaces as well as 5000 GT/MT touchpoints across India
- Plans to expand to 50+ cities
- In July 2023, actor Parineeti Chopra acquired a significant minority stake in the company
Supertails.com - a full-stack, tech-enabled pet-care startup
Celebrity Investor: Deepika Padukone
- Co-founded by Varun Sadana, Aman Tekriwal, and Vineet Khanna in June 2021 in Bangalore
- Provides pet supplies, online vet consultations (more than 20,000 pet consultations to date), and online behavioural training
- In July 2021, Deepika Padukone invested $2.6Mn in the brand through KA Enterprises, her early-stage venture shop for consumer-focused startups
- Established its D2C vertical Henlo in May 2022 to address the lack of nutritious pet food available in India
- Henlo started manufacturing in February 2023 foraying into the ‘Make in India’ pet food category
SuperBottoms: online-first, sustainable brand of reusable cloth diapers and baby products
Celebrity investor and brand ambassador: Alia Bhatt
- Founded in 2018 by Pallavi Utagi
- India’s first and only CPSIA tested & Certified brand
- Trusted by 20 lakh+ parents
- SuperBottoms UNO, its flagship product is an organic reusable diaper with the capability to stay dry all night. With one-size-fits-all functionality, it has a patent pending for its innovative buttoning system that enables the same diaper to be used for babies up to 3 years
- Caters to other diapering needs with products like Dry Feel Langot, Diaper Pants, Potty Training Pants
- Also launched MaxAbsorb™ Period Underwear
- Onboarded Alia Bhatt as an investor and brand ambassador in July 2023
THE PROS AND CONS
“Startups often partner with prominent artists who bring substantial value through their reputation, extensive reach, network, and social media influence. The collaboration often involves equity allocation, going beyond using their face. Such partnerships can result in a 10-15% reduction in marketing costs, covering endorsement fees and social media promotions. Equity-based deals enhance artist commitment and accountability, as they consistently guide their audience towards the products, unlike occasional associations. Leveraging celebrities with a vested interest in brands can effectively cultivate Digital communities due to their robust influence and audience reach. Enlisting them as startup ambassadors offers instant visibility, credibility, and engagement.
Challenges include costs, alignment issues, and potential short-term impacts. Selecting celebrities as investors provides financial support, commitment, and expertise, but may lead to control conflicts, image risks, and equity dilution. The choice between equity and non-equity deals depends on funding needs and growth stages. Equity suits early stages, while non-equity arrangements become preferable as startups mature. Decisions must align with strategic goals and financial considerations.”
Sahil Gupta
Lead - Influencer Marketing, Interactive Avenues (the digital arm of IPG Mediabrands India)
“Given India’s burgeoning startup ecosystem, it is common to find Indian celebrities investing in early-stage and growth-stage startups that have the potential to offer them rewards in the long term. However, when celebrities invest in multiple startups, it can potentially lead to conflict of interest, especially if they are operating in the same industry or if their success or failure could impact each other. Managing them requires transparency and disclosure, clear communication, and ethical practices. Startups can establish resolution procedures in advance, outlining steps to be taken if a conflict of interest arises. This could involve recusing oneself from certain discussions or decisions. Non-disclosure agreements can be used to ensure that sensitive information about one startup is not shared with others.
Instead of just being passive investors, celebrities can take on advisory roles in startups. This allows them to provide guidance and expertise without necessarily having equity stakes that could lead to conflicts. They can also choose to invest in startups that operate in different industries or niches and should carefully consider their level of commitment to each, thereby, reducing the likelihood of direct competition.”
Roopa Badrinath
Founder, Turmeric Consulting
(HR veteran and ex-Chief Talent Officer of Wunderman Thompson South Asia)
